Matador and Tempo Traveler-maker, the Pine-based Force Motors, made its foray into the personal vehicle market with the indigenously made sports utility vehicle called Force One.

Matador and Tempo Traveler-maker, the Pine-based Force Motors, made its foray into the personal vehicle market with the indigenously made sports utility vehicle called Force One.

The new SUV will be available across the country through 22 new exclusive dealerships, set up across India, especially for Force One and the other personal vehicles that the company has in the pipeline.

Priced at Rs 10.65 lakh, the car runs on a diesel engine that is used in the Mercedes E-series cars. Force Motors has paid a licence fee for the Mercedes engine design and has manufactured it locally.

“We have made the engine in India with the right production techniques,” said Abhay Firodia, chairman, Force Motors.

The car was developed and designed in India in collaboration with Daimler AG, Lotus Mercedes Benz Technologies with an investment of Rs 150 crore.

The company will launch a 4x4 version of Force One soon and launch a new SUV by 2014.

Force Motors has appointed Amitabh Bachchan as a brand ambassador for Force One.